6 in 10 people will share this post without reading it...

I knew that lots of people shared posts without reading them fully but this figure was a surprise - it seems most sharers do not even get past the headline.

Either the headlines are amazing or folk are just into the habit of sharing without reading the content because they want to be perceived to be 'in the know' but can't be bothered with the 'effort' of reading. I assume it's also because there are lots of robots out there sharing and liking links without any humans being involved - which is a bit rubbish really.

Once again it seems to me that focus seems to be the key here - both in the content you produce and choosing the audience you share with. Much better to talk regularly with the couple of hundred people who really care about your sector/niche rather than the thousands who might just be a little interested.

I'd love to hear the stats specifically around B2B if anyone has any.

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News site The Science Post published a block of "lorem ipsum" text under a frightening headline: "Study: 70 per cent of Facebook users only read the headline of science stories before commenting."
Nearly 46,000 people shared the post, some of them quite earnestly - an inadvertent example, perhaps, of life imitating comedy.
Now, as if it needed further proof, the satirical headline's been validated once again: According to a new study by computer scientists at Columbia University and the French National Institute, 59 per cent of links shared on social media have never actually been clicked: In other words, most people appear to retweet news without ever reading it.